Kimberly-Clark Corp., a global manufacturer of personal care and medical products, has identified ecommerce and digital transformation as key components of its business strategy.
The company produces well-known brands such as Kleenex, Kotex, Cottonelle, Scott, Andrex, WypAll, KimWipes, and Huggies. It reported annual sales of $20.43 billion. Ecommerce accounts for approximately 25% of Kimberly-Clark’s total revenue, the company reported.
“Ecommerce purchases are growing at twice the pace of the overall market, and more than a quarter of our business now comes from digitally enabled sales, including ship-to-home and in-store pickup,” said Russ Torres, group president of Kimberly-Clark’s North American consumer business, during the company’s recent Investor Day.
Kimberly-Clark ecommerce sales growth
Kimberly-Clark has increased its focus on selling directly to consumers online, primarily through major marketplaces like Amazon. The company has worked to optimize product listings with detailed descriptions, high-quality images, and video content aimed at improving the customer shopping experience. Kimberly-Clark has also expanded its presence across digital platforms to engage consumers and promote its products.
Torres emphasized the role of personalization and data in the company’s ecommerce strategy, citing a database of over 100 million zero- and first-party consumers.
“Each year, there are 3 billion searches related to pregnancy and 4 million searches on ‘best baby diaper,’” Torres said. “In 2023, excluding China, we received over 6 million product ratings and reviews.”
This data, according to the company, is used to create targeted marketing strategies, including personalized messaging and retargeting campaigns. Kimberly-Clark aims to leverage its data resources to improve engagement with consumers throughout their purchasing journey.
Ecommerce is Kimberly-Clark’s fastest-growing sales channel, and the company reports its market share in ecommerce is double its share in traditional retail. Torres attributed this growth to the company’s investments in digital tools and platforms.
The company has also introduced digital tools designed to enhance the customer experience, such as the Kleenex pollen tracker and the Kotex period tracking app. These initiatives align with its broader strategy to integrate digital solutions into its product offerings.
Kimberly-Clark views digital transformation as an opportunity to adapt to evolving consumer habits and drive business growth.
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